: The campaign kickstarted at Latasil Park, Guwahati; offering visitors a taste of cultural experience, tradition and excitement.
Mumbai: ITC Bingo! Tedhe Medhe is all set to celebrate the joy and spirit of Bihu with its vibrant and flavourful experiential campaign – Jomonir Adda, which refers to a fun zone in the heart of Guwahati where Bihu revellers can showcase their inherent swagger and immerse themselves in unforgettable experiences.
What to expect at the Jomonir Adda Zone?
· BYOB (Build Your Own Bingo) Chaat Stall: A flavour-forward experience where consumers can create their own chaat using Bingo! Tedhe Medhe snacks, with a twist of Assamese flavours – from tangy bamboo flavour-infused toppings to local herbs and masalas. The stall will feature regional favourites served in true Tedhe Medhe style.
· Interactive Content Zone: Celebrating Assam’s music and pop culture, this zone will have Bihu-themed songs, props, and local catchphrases to create share-worthy moments. Whether it’s grooving to a Bihu beat or clicking a quirky selfie with friends, it’s designed to bring people together for fun, laughter and connection.
The activation is designed to engage consumers in an experience that brings together the soul of Assam’s culture with the quirky and bold persona of Bingo! Tedhe Medhe. Through this activation, the brand continues to build on its commitment to connect with its consumers as a true “Son of the Soil” brand with relevance at a regional level.
Bingo! Tedhe Medhe’s Jomonir Adda experiential zone is a celebration of Assam’s culture, flavours, music and mood; during a festive time where the entire state is celebrating the spirit of Bihu. It will present a chance to dive into a realm of pure fun. Commenting about the brand’s participation in Bihu, Suresh Chand, VP, Head of Marketing – Snacks, Noodles and Pasta, ITC Foods, said, “Bingo! Tedhe Medhe is all about embracing your cravings and expressing yourself without filter. Through our Jomonir Adda activation in Bihu, we’re celebrating not just the flavours but also the festive spirit and cultural richness of Assam.”
The campaign kickstarted from April 14th at Latasil Park, Guwahati; offering visitors a taste of cultural experience, tradition and excitement.
